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Country Report

Denmark Flag Direct Selling in Denmark

| Pages: 35

Price: US$990

About this Report

Executive Summary

TRENDS

  • In 2014, direct selling once again saw growth. Direct selling is still a marginal retail channel in Denmark, reflecting the critical approach of Danes towards the business concepts and methods of most direct sellers. As in all other channels, consumer trends are being affected by busy everyday lives and the lack of time, resulting in a change of consumer mindset. In direct selling this change resulted in a minor boom, making this channel an attractive option for some consumer groups, enabling them to fit in shopping and socialising at the same time.

COMPETITIVE LANDSCAPE

  • Tupperware Nordic led direct selling in Denmark with a value share of 10% in 2014. Tupperware has a long tradition in Scandinavian countries, in which the company has been present since 1962. Furthermore, Tupperware benefits from operating within housewares and home furnishings, an area which is less vulnerable to criticism from the media and experts than vitamins and dietary supplements and anti-ageing beauty and personal care products, which are key products for many of Tupperware’s competitors. NuSkin saw the second best performance in 2014, with a value share of 9%.

PROSPECTS

  • The growth rate seen in direct selling in 2014 is expected to continue over the forecast period. As consumers are less reluctant to spend, the operators in the channel are expected to gain from the optimism and changes in the macroeconomic climate seen in 2014. This will, amongst other things, open up new possibilities in the channel, as well as consumers demanding that shopping be an experience rather than a practical necessity. Amongst others, home parties are set to gain share, and the fact that home parties are held by consumers for consumers will support the channel, creating a unique experience. Moreover, consumers are short on time in their busy everyday lives, which makes direct selling an attractive option to mothers, amongst others, who find it hard to fit in shopping during the day. In this way, consumers get to socialise and network whilst shopping. Within this context, direct selling has obvious potential, but as shopping is developing not just into an experience, but also into a marker of identity, the growth potential for traditional direct sellers will still be limited by the fact that direct selling suffers from a low degree of social acceptance in many segments of the Danish population. Direct selling is also threatened by internet retailing, which gained ground in 2014, and is easy and time-saving, without going to a home party or visiting an actual outlet.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Denmark market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Denmark?
  • How important is direct selling in Denmark?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in Denmark - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL INDICATORS

  • Table 1 Direct Selling Agents 2013

CHANNEL DATA

  • Table 2 Direct Selling by Category: Value 2009-2014
  • Table 3 Direct Selling by Category: % Value Growth 2009-2014
  • Table 4 Direct Selling Company Shares: % Value 2010-2014
  • Table 5 Direct Selling Brand Shares: % Value 2011-2014
  • Table 6 Direct Selling Forecasts by Category: Value 2014-2019
  • Table 7 Direct Selling Forecasts by Category: % Value Growth 2014-2019

Retailing in Denmark - Industry Context

EXECUTIVE SUMMARY

Returning consumer optimism boosts retail sales

Government subsidies boost home and gardening sales

Grocery retailers continue to outperform non-grocery retailers

Value for money remains the key competitive driver

Strong retail growth in sight

KEY TRENDS AND DEVELOPMENTS

Real GDP growth and renewed consumer confidence drive value sales in 2014

Government intervention has a significant impact on home improvement and gardening stores

Dynamic health and sustainability trend has a marked influence on multiple channels

Explosive growth in internet retailing

MARKET INDICATORS

  • Table 8 Employment in Retailing 2009-2014

MARKET DATA

  • Table 9 Sales in Retailing by Store-based vs Non-Store: Value 2009-2014
  • Table 10 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2009-2014
  • Table 11 Sales in Store-based Retailing by Channel: Value 2009-2014
  • Table 12 Store-based Retailing Outlets by Channel: Units 2009-2014
  • Table 13 Sales in Store-based Retailing by Channel: % Value Growth 2009-2014
  • Table 14 Store-based Retailing Outlets by Channel: % Unit Growth 2009-2014
  • Table 15 Sales in Non-Store Retailing by Channel: Value 2009-2014
  • Table 16 Sales in Non-Store Retailing by Channel: % Value Growth 2009-2014
  • Table 17 Sales in Retailing by Grocery vs Non-Grocery: 2009-2014
  • Table 18 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2009-2014
  • Table 19 Sales in Non-Grocery Specialists by Channel: Value 2009-2014
  • Table 20 Non-Grocery Specialists Outlets by Channel: Units 2009-2014
  • Table 21 Sales in Non-Grocery Specialists by Channel: % Value Growth 2009-2014
  • Table 22 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2009-2014
  • Table 23 Retailing Company Shares: % Value 2010-2014
  • Table 24 Retailing Brand Shares: % Value 2011-2014
  • Table 25 Store-based Retailing Company Shares: % Value 2010-2014
  • Table 26 Store-based Retailing Brand Shares: % Value 2011-2014
  • Table 27 Store-based Retailing Brand Shares: Outlets 2011-2014
  • Table 28 Non-Store Retailing Company Shares: % Value 2010-2014
  • Table 29 Non-Store Retailing Brand Shares: % Value 2011-2014
  • Table 30 Non-Grocery Specialists Company Shares: % Value 2010-2014
  • Table 31 Non-Grocery Specialists Brand Shares: % Value 2011-2014
  • Table 32 Non-Grocery Specialists Brand Shares: Outlets 2011-2014
  • Table 33 Non-Grocery Specialists Brand Shares: Selling Space 2011-2014
  • Table 34 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
  • Table 35 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
  • Table 36 Forecast Sales in Store-based Retailing by Channel: Value 2014-2019
  • Table 37 Forecast Store-based Retailing Outlets by Channel: Units 2014-2019
  • Table 38 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
  • Table 39 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
  • Table 40 Forecast Sales in Non-Store Retailing by Channel: Value 2014-2019
  • Table 41 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
  • Table 42 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2014-2019
  • Table 43 Forecast Sales in Non-Grocery Specialists by Channel: Value 2014-2019
  • Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2014-2019
  • Table 45 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
  • Table 46 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019

APPENDIX

Operating environment

  • Summary 1 Standard Opening Hours by Channel Type 2014
  • Table 47 Number of Shopping Centres/Malls 2011-2014

Cash and carry

  • Table 48 Cash and Carry: Value Sales 2009-2014
  • Table 49 Cash and Carry: Value Sales by National Brand Owner 2011-2014
  • Table 50 Cash and Carry: Number of Outlets by National Brand Owner 2011-2014

DEFINITIONS

SOURCES

  • Summary 2 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Apparel and Footwear Direct Selling
    • Beauty and Personal Care Direct Selling
    • Consumer Electronics Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Food and Drink Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Housewares and Home Furnishings Direct Selling
    • Media Products Direct Selling
    • Personal Accessories and Eyewear Direct Selling
    • Pet Care Direct Selling
    • Traditional Toys and Games Direct Selling
    • Video Games Hardware Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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